Hubungan Terpaan Iklan pada Youtube dan Informasi pada Roadshow Gerakan Nasional Non Tunai oleh Bank Indonesia dengan Awareness Mahasiswa dalam Penggunaan Uang Elektronik

Abstract

Information technology has rapidly developed, including payment system especially retail value. Along with those development there’s other payment instrument beside cash, for example : debit, credit, electronic cash and voucher. However, Indonesia still on the lowest level of non-cash transaction usage compare to other countries both regional or G20. Moreover, inclusive financial index in Indonesia also classified as low with only 36%. Related on it, Bank Indonesia launch GNNT, purposing the usage of electronic cash on society. However, after the campaign launched for almost 2 years, still there’s some parts of society especially in Semarang city knows nothing about that campaign. Therefore, the objective of this research is knowing the correlation between GNNT ads exposure on Youtube and college student awareness for using electronic cash. Other than that, this research also examine is GNNT information exposure on Roadshow related with college student’s awareness for using electronic cash Theories used in this research are Advertising Exposure Theory and Activation Theory of Information Exposure. This study is the explanatory research that explain causal interaction between research variable with hypothesis testing. The sample of this research is college student in Semarang city aged 18-25 years old, have watched GNNT ads on Youtube also joining roadshow BI goes to campus. Total respondents are 60 people picked based on purposive sampling technique. Data Analysis used in this study is non parametrik correlation Rank Kendal with SPSS 20. The result of the first hypothesis shows that GNNT ads exposure on Youtube positively related with college student awareness for using Electronic cash with coefficient correlation 0,347 and signification 0,001. Suggestion for Bank Indonesia is to create the ads more interesting for college students and publish using other social media that used to accessed by college student. The result of the second hypothesis shows that GNNT information exposure on Roadshow positively related with college student awareness for using electronic cash with coefficient correlation 0,447 and signification 0,000. Suggested to pack roadshow more simple, and doing more than one time roadshow in Semarang. Furthermore, Writer suggested to the next researcher using other stronger variable such as Word of Mouth, product placement, and endorser.